Kenneth Clow & Donald Baack – Integrated Advertising, Promotion, and Marketing Communications, Global Edition, 8th Edition

Integrated Advertising, Promotion, and Marketing Communications, Global Edition, 8th Edition

By: Kenneth E. Clow & Donald E. Baack

Publisher: Pearson; 8 edition (2017)

Pages: 521

Format: Ebook (PDF)

Description

For advertising courses.

Integrated advertising and marketing communications taught through real-life application

Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and helps students understand how communications are produced and transmitted. This text covers advertising and promotions, the role of social media, blogs, mobile messaging, and other marketing tactics. To help students retain ideas, each chapter includes tools that allow students to apply concepts to real-­life situations. The 8th Edition includes extensive analysis of social media, Internet blogs, and mobile helping students understand the vital links marketers use to connect with consumers.

What’s new in the eighth edition:

• Increased emphasis on social media
• Updating of digital media chapter
• New opening vignettes and cases
• New advertisements
• Updated examples
• Active blog (blogclowbaack.net)

Contents:

Preface

Part One: The IMC Foundation
1 Integrated Marketing Communications
2 Brand Management
3 Buyer Behaviors
4 The IMC Planning Process

Part Two: IMC Advertising Tools
5 Advertising Campaign Management
6 Advertising Design
7 Traditional Media Channels

Part Three: Digital and Alternative Marketing
8 Digital Marketing
9 Social Media
10 Alternative Marketing

Part Four: IMC Promotional Tools
11 Database and Direct Response Marketing and Personal Selling
12 Sales Promotions
13 Public Relations and Sponsorship Programs

Part Five: IMC Ethics, Regulation, and Evaluation
14 Regulations and Ethical Concerns
15 Evaluating an Integrated Marketing Program

Endnotes
Name Index
Subject Index
Credits